Because there was no differentiation and a clear benefit for consumers, the radler category has been stagnating for a while now. As consumers are concerned, all radlers are the same – artificial and unnatural.

In order to destroy this myth, Bruketa&Žinić OM agency and HEINEKEN Croatia created a campaign placing emphasis on 100% natural ingredients Karlovačko radlers are made of.

With the message “Natural is better” the campaign shows that there are radlers then there is 100% ingredients radler. In other words: radlers are good, but natural are better.